What exactly is email client market share and why is it important?
Litmus has reported on email client market share over the years to help email marketers everywhere understand monthly market trends for email clients, like Gmail, Apple Mail, and more. Knowing these movements empowers marketers to make better decisions when it comes to strategy and prioritization for design, coding, and overall email program focus.
Apple’s Mail Privacy Protection (MPP) went into effect on September 20, 2021, impacting Apple Mail users on iOS 15, iPadOS 15, and macOS Monterey devices, regardless of email services.
Marketers will no longer be able to see reliable open rates, open times, geolocation, or device usage for users who opt into MPP, impacting the way Apple market share is analyzed. As a result, we have broken market share information into two sections: Post- and pre-MPP launch.
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April 2024 Email Client Market Share
Calculated from over 1.2 billion opens in Litmus Email Analytics in April 2024. Data and trends from post-Apple MPP launch.
Apple market share includes email client usage for the following:
Apple Mail Privacy Protection – 49.99%, Apple Mail – 0.68%, Apple iPhone – 0.60%, Apple iPad – 0.07%*
*Current month breakdown.
Historic Market Share Information
This is a snapshot view of stats pre-MPP, calculated from over 13 billion opens in Litmus Email Analytics from August 2020 to August 2021
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